Agency: Lowe SMS | Authors: G Cavanagh, G Prouk, Stephen Graham, David Martin, D Warner, C Nanos and R Vanderstarren |
Labatt Ice
EXECUTIVE SUMMARY
It started with two words: ice beer. Gary Prouk and Steve Graham of Lowe SMS heard those words for the first time at a dinner meeting with senior Labatt executives in November 1992. Almost five months later, on 25 March 1993, Labatt president Hugo Powell introduced Labatt Ice Beer to the Canadian press. Ice Beer was a world first, said Powell, the result of a revolutionary new brewing process that had taken Labatt ten years...